Marchex extends its call advertising leadership and highlights multi-billion dollar market opportunity

SEATTLE – Marchex, Inc. (NASDAQ:MCHX), a call advertising and small business marketing company, announced the Marchex Pay-For-Call Exchange, a performance-based call advertising product that connects advertisers to customers through phone calls driven from online, mobile and offline marketing channels. Initially introduced to select customers in 2009, Marchex has seen significant early adoption of this product.

“Pay-For-Call advertising is the natural next step in the evolution of performance media. It is the last mile for advertisers, literally connecting them to their prospective customers through the phone. Each iteration of advertising products and business models – from pay-per-view, to pay-per-click, to pay-per-conversation – brings advertisers closer to customers and the actual transaction while increasing efficiency and ROI,” said Pete Christothoulou, Chief Operating Officer at Marchex.

The Pay-For-Call Market:

According to BIA/Kelsey, advertisers spend more than $35 billion per year driving phone calls. These dollars are spent on multi-channel marketing products across Yellow Pages, radio, television, print and other media forms.

While performance-based call advertising is in its early stages of adoption, Marchex predicts that the market will grow rapidly over the next several years due to several factors:

a. Explosion of Digital Supply. While the number of opportunities to place digital media dollars to drive calls is relatively small today, it will increase markedly over the next several years. Acceleration of mobile advertising, the transition of directory assistance to ad supported, the entrance of ad-supported models by PC-based phone call providers and the efforts of directories to better monetize their listings will usher these changes into the industry rapidly.

b. Technology Evolution. Technologies have emerged and will continue to develop that cost-effectively serve, track, optimize and filter phone calls, while providing more customer intelligence than other mediums, such as caller geography, demographic data and information extracted from call recordings.

c. Performance Models Drive Results. As more digital media opportunities and technologies emerge, performance-based models are following. Performance-based business models, such as paying only for qualified phone calls, are materializing and driving high advertiser return on investment (“ROI”), while reducing monetary risks. According to Marchex internal data, over the last nine months, many advertisers using its Pay-For-Call Exchange have experienced higher ROI than leading pay-per-click programs, with conversion rates for certain customers as high as 50 percent.

Marchex Pay-For-Call Exchange Overview:

The Marchex Pay-For-Call Exchange combines a robust telephony platform with campaign creation expertise and call filtering technologies to create, manage and optimize advertiser campaigns across more than 50 publisher partners in online, offline and mobile media. Additionally, advertisers have access to rich call analytics and customer intelligence, including caller geography and call recordings.

Advertisers that have joined Marchex’s Pay-For-Call Exchange have experienced significant ROI, including an average call conversion ranging from 20 percent to 30 percent for many advertisers, with some seeing as high as 50 percent; typical consumer engagement on the phone averages more than eight minutes, with certain categories and advertisers experiencing up to 12 minutes; and typical advertiser budget increases have averaged 200 percent of their initial commitment. Additionally, companies that have joined Marchex’s Pay-For-Call Exchange have been able to monetize their inventory more effectively.

While still in its relative infancy, Marchex has built a significant, growing customer and partner base for its Pay-For-Call Exchange, including leading digital agencies such as Razorfish, one of the largest interactive marketing and technology companies in the world; ADT, the world’s largest electronic security company; PRIMEDIA, a provider of online, print and mobile platforms that provide real estate rental listings; and Jingle Networks, the nation’s leading advertiser-supported directory assistance service at 1-800-FREE-411.

Customer and Partner Feedback:

“The Marchex Pay-For-Call Exchange is one of the fastest growing marketing programs for us, and it’s been a great complement and expansion to our digital programs,” said Danny Huynh, Director of Search Marketing, Razorfish. “It’s quickly becoming a mandatory marketing program for our direct response clients, and one where we see opportunities to grow our participation significantly.”

“We are very focused on identifying and executing against the most effective and efficient marketing programs available,” said Frank Rivera, Director of Digital Marketing, ADT. “As consumers are exposed to more communication channels and touch points, we have to diversify our tactical efforts for conversions beyond the click through innovation such as the Marchex Pay-For-Call Exchange. We are seeing efficiency in helping us leverage marketing across online, offline and mobile.”

“In these early stages, the Marchex Pay-For-Call Exchange has been a successful marketing program for us, helping us drive more leads to our apartment advertisers,” said Tracy Dodd, Director, Interactive Marketing, Consumer Source Inc., a PRIMEDIA company. “I’ve been impressed not only by Marchex’s ability to generate incremental customers at scale very quickly, but also with their level of service and expertise in this medium.”

“Marchex has quickly become one of our largest customers and is definitely the fastest growing,” said John Roswech, President of Jingle Networks / 1-800-Free-411, a Marchex Pay-For-Call Exchange publisher. “Their unique collection of call-focused assets and resulting ability to drive advertiser results is proving to be a competitive advantage.”

About Marchex:

Marchex’s mission is to unlock local commerce everywhere by helping advertisers reach customers wherever they may be – in mobile, offline and online channels, including on our own local and category Web sites.

Our performance-based call advertising products, Marchex Pay-For-Call and Marchex Call Analytics, are reinventing how businesses acquire new customers through the phone. Our award-winning Small Business Marketing products empower local businesses to efficiently monitor their online presence, communicate with their customers, and acquire new ones. Every day, our products support tens of thousands of advertisers and partners, ranging global enterprises to local businesses.

For more information about Marchex, please visit www.marchex.com.

TRAVERSE CITY, Mich. – A new study of 90 organizations actively engaged in online marketing concludes that in spite of an acknowledged return on investment, hundreds of millions of dollars are being held back from online behavioral advertising (OBA) over concerns that a lack of consumer trust in the practice could damage brand reputation.

The study, Economic Impact of Privacy on Online Behavioral Advertising, conducted independently by the Ponemon Institute, found that although 70 percent of companies agreed that behaviorally targeted advertising substantially increases marketing and sales performance, and in spite of an overall favorable return, most companies surveyed have limited their online advertising budgets over privacy concerns. In fact, extrapolated results suggest that budgets would be as much as four times higher if not for these concerns.

Among the study’s noteworthy results:

98 percent of companies surveyed said they have restricted OBA because of privacy concerns;
63 percent of companies surveyed rated OBA as their most effective form of marketing; and,
Overall, companies surveyed reported under-spending on OBA budgets by 75 percent due to privacy concerns.
For the 90 companies benchmarked, the total amount not spent on OBA was $604.9 million.
“These numbers are disconcerting both in terms of the percentages and the potential economic impact,” said Dr. Larry Ponemon, chairman and founder, Ponemon Institute. “These data clearly indicate that, in spite of a belief that behavioral advertising is their most effective marketing channel, companies are holding back hundreds of millions of dollars from online marketing simply because of a lack of confidence that privacy concerns can be overcome”

As a result of the findings, the study concludes that companies are clearly concerned with the protection of consumer privacy and are sensitive to consumer unease with online behavioral advertising. The study recommends that advertisers, regulators, and privacy advocates work together to better address privacy concerns through improved disclosure models, consumer education, effective consent mechanisms and deployment of enabling technologies.

“If you can diminish the privacy concerns, money will flow into online behavioral advertising,” said Michael S. Zaneis, vice president for public policy at the Interactive Advertising Bureau in an article that appeared in the New York Times Bits section. “It would be a lift for the entire industry.” That article appears here: http://bits.blogs.nytimes.com/2010/04/30/privacy-concerns-limit-online-ads-study-says/?src=busln

Methodology

The Study, Economic Impact of Privacy on Online Behavioral Advertising, surveyed senior marketing executives from 90 organizations, representing 14 industries and with average annual revenue of $3.14 billion, operating in the United States. For a free copy of the study, please visit: www.ponemon.org.

About Ponemon Institute

The Ponemon Institute© is dedicated to advancing responsible information and privacy management practices in business and government. To achieve this objective, the Institute conducts independent research, educates leaders from the private and public sectors and verifies the privacy and data protection practices of organizations in a variety of industries.

* Wednesday, February 25 at 1:00 p.m. ET at the Jefferies 5th Internet and Media Conference;
* Thursday, February 26 at 11:40 a.m. PT at the Goldman Sachs Technology and Internet Conference; and
* Tuesday, March 3 at 3:30 p.m. PT at the Morgan Stanley 2009 Technology Conference.

Presentation materials and webcast links to the presentations will be available on the Investor Relations section of www.valueclick.com.

About ValueClick, Inc.

ValueClick, Inc. (Nasdaq: VCLK) is one of the world’s largest online marketing services companies, offering comprehensive and scalable solutions to deliver cost-effective customer acquisition for advertisers and robust revenue streams for publishers. ValueClick’s performance-based solutions allow customers to reach their potential through multiple online marketing channels, including affiliate and search marketing, display advertising, lead generation, ad serving and email technology, and comparison shopping. ValueClick brands include Commission Junction, ValueClick Media, Mediaplex, Smarter.com, CouponMountain.com, and PriceRunner. For more information, please visit www.valueclick.com.

WESTLAKE VILLAGE, Calif. – ValueClick, Inc. (Nasdaq:VCLK) announced it has added three new publishers to its premium health and wellness online advertising network, including eMedTV, HealthCastle.com and Hearthstone Communications.

The new publishers join an elite group that already includes Britannica Health, HealthGrades, Healthy.net, Merriam-Webster Medical Dictionary, OrganizedWisdom.com, Wrong Diagnosis and more than 50 other high quality health and wellness information sites. Collectively, sites in the AdRx Media network have a potential reach of more than 21 million unique visitors per month (comScore Media Metrix, December 2008), making it one of the largest advertising supported health entities online.

eMedTV (www.emedtv.com) features tens of thousands of articles and videos designed to educate patients about health topics and healthy living. HealthCastle.com is the largest online nutrition community run by Registered Dietitians. Hearthstone Communications operates several sites focused primarily on women’s health issues, including Pregnancy-Info (www.pregnancy-info.net), Fibromyalgia Symptoms (www.fibromyalgia-symptoms.org) and GYNOB.com.

“As we continue to expand the AdRx Media network, these premium publishers add to our potential reach and the ability to more narrowly align advertisers with the content they want to be associated with,” said Denise Zaraya, director, AdRx Media. “Their vast experience and expertise within the health community, their commitment to excellence, and their high volume of quality traffic are aligned with our vision to create the leading premium health and wellness ad network.”

About AdRx Media

AdRx Media is the largest premium vertical online advertising network of its kind, specialized in providing health and wellness advertisers with a way to connect with consumers while they are engaged in seeking information about health related issues on targeted sites beyond the largest health properties. AdRx Media aggregates condition-specific inventory across the Internet’s top health and wellness publishers, which collectively reach more than 21 million consumers per month, giving advertisers the ability to reach all of their health targets in one single, transparent buy. AdRx Media is a product of the ValueClick Media division of ValueClick, Inc.

About ValueClick, Inc.

ValueClick, Inc. (Nasdaq:VCLK) is one of the world’s largest online marketing services companies, offering comprehensive and scalable solutions to deliver cost-effective customer acquisition for advertisers and robust revenue streams for publishers. ValueClick’s performance-based solutions allow customers to reach their potential through multiple online marketing channels, including affiliate and search marketing, display advertising, lead generation, ad serving and e-mail technology, and comparison shopping. ValueClick brands include Commission Junction, ValueClick Media, Mediaplex, PriceRunner and Smarter.com. For more information, visit www.valueclick.com.

WESTLAKE VILLAGE, Calif. – ValueClick, Inc.’s (Nasdaq: VCLK) technology division, Mediaplex, today announced the release of its Dynamic Behavioral Targeting suite, which was developed to eliminate wasteful marketing spend and enable advertisers to cost-effectively achieve true one-to-one messaging. This solution enables clients to determine exactly who they want to target based on previous behavior and then deliver the most relevant message to those individuals immediately. The suite also includes dynamic optimization, dynamic rich media creative, and reporting to further improve the performance of client marketing programs.

A prominent application of dynamic behavioral targeting occurs when advertisers need to tie in available product inventory with current promotions. The synchronization between offers and available inventory allows advertisers to react immediately with the best offer to ensure opportunities aren’t wasted and maximum revenue potential is realized.

“Our clients understand the value of one-to-one messaging for developing deeper relationships and creating customer loyalty, but are increasingly challenged because these programs can be time-intensive and cost-prohibitive,” said Ann Hoey, general manager of Mediaplex. “Our dynamic behavioral targeting suite empowers clients with the tools they need to achieve tailored messaging while eliminating wasteful marketing spend.”

“Through the application of Mediaplex’s dynamic messaging technology we are able to ensure our clients that the pricing in their advertisements is always accurate and inventory they are promoting is always available,” said Irene Zalami, Account Director of Web Liquid. “The latest enhancements to dynamic messaging will go a long way toward guaranteeing a positive user experience as well as allowing us to deliver high conversion rates.”

Mediaplex’s Dynamic Behavioral Targeting Suite includes:

Dynamic Behavioral Targeting – Enables advertisers to differentiate and segment qualified customers from prospects based on their prior activity, and serve the most appropriate message using dynamic, real-time creative. This means advertisers can truly deliver the most relevant offer at the right time, in real time.

Dynamic Optimization – Allows marketers to define their own optimization criteria and then measure and evaluate the performance of the dynamic creative to automatically serve the best performing creative. This saves advertisers’ valuable impressions and effectively reduces overall waste in marketing spend.

Dynamic Rich Media Creative – In addition to taking in data from external sources and changing standard banner advertisements immediately based on those data, Mediaplex’s offering allows advertisers to serve up personalized, relevant communications inside any rich media advertisement as well.

Dynamic Reporting – Mediaplex reports provide granular insights into the performance of each individual creative offer. This level of reporting detail gives advertisers ROI metrics down to each individual offer, giving the advertiser the right level of data insights they need to make informed decisions regarding best performing creatives and offers.

About ValueClick, Inc.

ValueClick, Inc. (Nasdaq: VCLK) is one of the world’s largest online marketing services companies, offering comprehensive and scalable solutions to deliver cost-effective customer acquisition for advertisers and robust revenue streams for publishers. ValueClick’s performance-based solutions allow customers to reach their potential through multiple online marketing channels, including affiliate and search marketing, display advertising, lead generation, ad serving and email technology, and comparison shopping. ValueClick brands include Commission Junction, ValueClick Media, Mediaplex, PriceRunner and Smarter.com. For more information, visit www.valueclick.com.

WESTLAKE VILLAGE, Calif. – ValueClick Media, a division of ValueClick, Inc. (Nasdaq:VCLK), announced several enhancements to its Precision Retargeting™ product and the availability of a white paper entitled “Improving Performance with Retargeting,” which can be downloaded at www.valueclickmedia.com.

Precision Retargeting™ is a core component of ValueClick Media’s Precision BT™ suite, which launched in July of this year. Precision Retargeting™ offers the ability to anonymously re-engage specific audiences based on their prior interest or interaction with a marketer’s brand.

Compared to other providers, ValueClick Media’s behavioral targeting suite stands out, in that it offers all of the following retargeting features:

* Recency – Allows the ability to control the timeframe in which consumers are retargeted, based on how recently they were exposed to an ad or took a particular action on an advertiser’s site. For example, a hotel chain that has identified bookings drop off significantly after three days of first visiting the site can retarget only consumers who have been there within the past three days.
* Frequency – Allows the ability to retarget consumers based on the number of times they visited an advertiser’s site or interacted with a marketer’s message. For example, an electronics retailer may infer that consumers who visited the television section of its site more than five times are nearing a purchase decision and can tailor messages only to those individuals.
* Exclusion – Allows the ability to exclude a specific group from being retargeted with additional advertising. For example, a department store running a campaign for men’s clothing can avoid retargeting visitors to the women’s section of its site. Or a credit card company can exclude individuals who have already completed an application.
* Personalization – Allows the ability to dynamically customize creative messages based on a wide range of information known about each visitor. For example, visitors to an automotive site could be shown an ad containing a picture of the exact vehicle they expressed interested in. Combined with geo-targeting, the creative could also include the name and location of the nearest dealer.
* Seamless integration with third-party ad serving – Allows the ability to retarget visitors who have searched or clicked on media delivered outside of the ValueClick Media network. For example, visitors who clicked on a search link but did not purchase within two days could be retargeted by ValueClick Media.

“These features add a new dimension to retargeting that will provide sophisticated marketers with more flexibility and more ways to achieve maximum performance from their online advertising investments,” said Bill Todd, general manager of ValueClick Media. “They also represent the ongoing investment in our Precision BT suite and another example of how our use of data and technology differentiates ValueClick Media from other ad networks.”

In tandem with the announcement of its new retargeting features, ValueClick Media has published a white paper entitled “Improving Performance with Retargeting.” Available at www.valueclickmedia.com, the paper provides a comprehensive guide to the critical success factors and specific types of retargeting, supported by both aggregated data and specific examples of advertisers who have been successful using retargeting on the ValueClick Media network.

Precision Retargeting™ is one of two products available in ValueClick Media’s Precision BT™ suite and is used to present highly relevant ads to consumers who have previously demonstrated interest by visiting or taking action on a marketer’s site when they later visit any of the 13,500 sites in the ValueClick Media network. ValueClick Media’s pioneering behavioral product, Precision Profiles™, was announced in July and leverages ValueClick Media’s access to a critical mass of online behavior to provide the newest and most sophisticated form of predictive behavioral targeting available today.

About ValueClick Media

Over the past ten years, ValueClick Media has helped thousands of marketers build awareness, generate leads and drive sales. Clients benefit from access to ValueClick Media’s scalable, data-driven global network platform and access to the industry’s newest behavioral targeting technology. With access to 80 percent of the U.S. Internet audience through its display advertising, video, e-mail, lead generation and search channels, ValueClick Media partners with its clients to accomplish any brand or performance-based online advertising objective.

About ValueClick, Inc.

ValueClick, Inc. (Nasdaq:VCLK) is one of the world’s largest online marketing services companies, offering comprehensive and scalable solutions to deliver cost-effective customer acquisition for advertisers and robust revenue streams for publishers. ValueClick’s performance-based solutions allow customers to reach their potential through multiple online marketing channels, including affiliate and search marketing, display advertising, lead generation, ad serving and e-mail technology, and comparison shopping. ValueClick brands include Commission Junction, ValueClick Media, Mediaplex, PriceRunner and Smarter.com. For more information, visit www.valueclick.com.

At 4:30 p.m. ET, chief executive officer Tom Vadnais and chief financial officer John Pitstick will host a conference call and Webcast to discuss the Company’s results.

Analysts and institutional investors may obtain the conference call dial-in information through StreetEvents (www.streetevents.com) or through ValueClick’s Investor Relations department at 818-575-4677. The live Webcast of the conference call will be available on the Investor Relations section of www.valueclick.com.

A replay of the conference call will be available through November 5 at 888-203-1112 and 719-457-0820 (pass code: 7487512). An archive of the Webcast will also be available through November 5.

About ValueClick

ValueClick, Inc. (Nasdaq:VCLK) is one of the world’s largest online marketing services companies, offering comprehensive and scalable solutions to deliver cost-effective customer acquisition for advertisers and robust revenue streams for publishers. ValueClick’s performance-based solutions allow customers to reach their potential through multiple online marketing channels, including affiliate and search marketing, display advertising, lead generation, ad serving and e-mail technology, and comparison shopping. ValueClick brands include Commission Junction, ValueClick Media, Mediaplex, PriceRunner and Smarter.com. For more information, visit www.valueclick.com.

WESTLAKE VILLAGE, Calif. – ValueClick, Inc.’s (Nasdaq: VCLK), technology division, Mediaplex, announced the availability of online, near real-time reports which were developed to complement Mediaplex’s Path to Conversion data and analytic services offering. Through extensive custom client engagements, Mediaplex determined the best and most actionable views into the Path to Conversion data, and used these findings to develop the new online reports. As a result, these reports present data in a way that makes it easy for clients to gain immediate insights into how to best improve campaign performance as opposed to having to sift through massive amounts of raw data.

Mediaplex introduced Path to Conversion more than a year ago to help clients gain deeper insight into their data and obtain a more holistic view of their online marketing programs by evaluating performance beyond the “last click wins” methodology. With the new reporting package, Mediaplex clients are empowered with summarized, near real-time Path to Conversion reports that are easy to understand, enabling them to better evaluate the performance of their media buys and make quick and informed decisions regarding how to adjust their spend on marketing programs across all the channels they are tracking.

“Since we introduced Path to Conversion to clients last year, we have experienced a tremendous growth in the demand for the data and services we offer as part of this solution. We wanted to extend the benefits of this data to a far greater number of our clients in a way that makes it easy for them to act upon findings from the data,” said Ann Hoey, general manager of Mediaplex. “By providing self-serve Path to Conversion reports, we are able to provide a deep level of data in a way that takes the challenge out of the analysis for our clients, helping them further improve their campaign performance for optimal results.”

“Online Path to Conversion reporting has been a tremendous resource in helping us quickly view and understand all the activity in the conversion path,” said John Ward, global director of online media at American Apparel. “The fact that we can get these reports on-demand enables us to be more flexible and proactive when making decisions regarding how to continuously improve performance across all of our marketing campaigns.”

About ValueClick, Inc.

ValueClick, Inc. (Nasdaq: VCLK) is one of the world’s largest online marketing services companies, offering comprehensive and scalable solutions to deliver cost-effective customer acquisition for advertisers and robust revenue streams for publishers. ValueClick’s performance-based solutions allow customers to reach their potential through multiple online marketing channels, including affiliate and search marketing, display advertising, lead generation, ad serving and email technology, and comparison shopping. ValueClick brands include Commission Junction, ValueClick Media, Mediaplex and PriceRunner. For more information, please visit www.valueclick.com.

This release contains forward-looking statements that involve risks and uncertainties, including, but not limited to, the risk that market demand for on-line advertising in general, and performance based on-line advertising in particular, will not grow as rapidly as predicted, and the risk that legislation and governmental regulation could negatively impact the Company’s performance. Actual results may differ materially from the results predicted, and reported results should not be considered an indication of future performance. Important factors that could cause actual results to differ materially from those expressed or implied in the forward-looking statements are detailed under “Risk Factors” and elsewhere in filings with the Securities and Exchange Commission made from time to time by ValueClick, including, but not limited to: its annual report on Form 10-K filed on February 29, 2008; recent quarterly reports on Form 10-Q; and other current reports on Form 8-K. ValueClick undertakes no obligation to release publicly any revisions to any forward-looking statements to reflect events or circumstances after the date hereof or to reflect the occurrence of unanticipated events.

WESTLAKE VILLAGE, Calif. – ValueClick, Inc. (Nasdaq:VCLK) today announced it has launched AdRx Media, a premium health and wellness online advertising network with a potential reach of more than 20 million unique visitors per month, according to comScore Media Metrix.

AdRx Media is comprised of several well-known publishers, including Britannica Health, HealthGrades, Healthy.net, Merriam-Webster Medical Dictionary, OrganizedWisdom.com, Wrong Diagnosis and more than 50 other high quality health and wellness information sites.

AdRx Media gives advertisers a way to reach consumers while they are engaged in seeking health information on more targeted sites beyond the largest health properties. For instance, according to comScore Plan Metrix June 2008 data, WebMD Health reaches only one in seven people who have searched for health information related to an ailment online and Everyday Health reaches only one in eleven.

“AdRx Media is filling an important gap by giving advertisers an efficient way to reach a more engaged audience as they seek information on focused health sites other than general health properties,” said James Kiernan, vice president, group director at MediaVest. “Having a reliable partner to aggregate inventory on content related to all major health conditions is a service I expect media buyers in the health category will be very receptive to.”

AdRx Media offers advertisers a convenient way to reach consumers as they go online to learn more about any health related issue, with complete transparency into the sites where their ads will appear. The extensive reach of AdRx Media provides several ways to reach any health-conscious audience via contextual placements alongside condition-specific content and other demographic, psychographic and technographic targeting capabilities.

“The response to AdRx Media among marketers and agencies during our initial charter period has been overwhelmingly positive,” said Denise Zaraya, director, AdRx Media. “They recognize the value of targeting niche content with a partner that can guarantee quality, transparency, expertise and scale.”

The network is managed within the ValueClick Media division in the U.S. and utilizes its advanced network technology and expertise. A dedicated account management and media development team works with a unique set of AdRx Media publishers and advertisers under the direction of Ms. Zaraya.

AdRx Media is exhibiting and Ms. Zaraya will speak on a panel entitled “DTC Advertising and New Media” at the PharmaMed conference in New Brunswick, New Jersey September 15-16. On September 18-19, AdRx Media will exhibit at the OMMA Global conference in New York, where Ms. Zaraya will lead a workshop on “Strategies for Maximizing Performance with Vertical Networks.”

About AdRx Media

AdRx Media is an online advertising network specialized in providing custom solutions to health and wellness advertisers. AdRx Media aggregates condition-specific inventory across the Internet’s top health and wellness publishers, which collectively reach more than 20 million consumers per month, giving advertisers the ability to reach all of their health targets in one single, transparent buy. AdRx Media is a product of ValueClick, Inc., and is operated by its ValueClick Media division in the U.S.

About ValueClick, Inc.

ValueClick, Inc. (Nasdaq:VCLK) is one of the world’s largest online marketing services companies, offering comprehensive and scalable solutions to deliver cost-effective customer acquisition for advertisers and robust revenue streams for publishers. ValueClick’s performance-based solutions allow customers to reach their potential through multiple online marketing channels, including affiliate and search marketing, display advertising, lead generation, ad serving and e-mail technology, and comparison shopping. ValueClick brands include Commission Junction, ValueClick Media, Mediaplex, PriceRunner and Smarter.com. For more information, visit www.valueclick.com.

WESTLAKE VILLAGE, Calif. – July 21, 2008 – ValueClick Media, a division of ValueClick, Inc. (Nasdaq:VCLK), announced the availability of its Precision BT(TM) suite today, combining access to a wealth of anonymous consumer online behavior with an innovative predictive technology to create the most robust and scalable behavioral targeting solution available to marketers.

The Precision BT(TM) suite contains two products, including Precision Retargeting(TM), an enhanced version of the user retargeting capabilities offered by ValueClick Media since 2005, and Precision Profiles(TM), which uses a proprietary predictive algorithm to identify a marketer’s best prospects in hundreds of consumer interest segments.

Until now, predictive algorithms have rarely been applied to behavioral targeting, compared to the common cluster and custom business rules approaches popularized by Tacoda and Revenue Science, respectively. Predictive analytics includes only the best consumers in each segment at any given time, based on a marketer’s intended objective and the consumer’s likelihood to take action in the future.

“What makes Precision Profiles(TM) unique is our access to a critical mass of anonymous consumer online experiences and the way our technology dynamically categorizes and transforms them into hundreds of interest segments,” said Matthew Boyd, senior vice president, ValueClick Media. “Combined with the ability for our optimization technology to identify the best possible context in which to serve an ad, we have assembled the most scalable, data-driven audience targeting platform for marketers to achieve their brand and direct response objectives.”

Several key features set Precision Profiles(TM) apart from other behavioral targeting solutions currently available today, including:

Data
– Access to a wider spectrum of anonymous consumer online behavior (including web browsing, ad interaction, search and shopping behavior) results in more granular profiles and a higher likelihood of reaching the most qualified audience;
– Complete respect for consumers’ online privacy offers a PII-safe solution that, unlike portals, never stores personally-identifiable information such as names, telephone numbers and e-mail addresses in association with interest profiles;

Approach

– A predictive algorithm, not the marketer, identifies and
continually updates consumer eligibility for each interest
segment based on their future likelihood to click or convert,
not just the recency and frequency of their online behavior;

– Segment composition is dynamic and adapts to the changing
behavior of consumers as well as the objectives and
performance of each marketer;

– Consumers can belong to one or more interest segments, not
just a single, pre-defined cluster, increasing the likelihood
of reaching them at the right time and in all of their
multi-faceted interests;

Scale

– ValueClick Media’s extensive reach enables behavioral
targeting delivery on a scalable, worldwide basis from a
single partner within a safe, highly-controlled ad network
environment.

– Flexible profiles enable clients to develop, target and scale
custom segments based on their own definitions using their own
data, rather than forcing them to use pre-identified segments
that consist of only ValueClick data

During a recent beta period, clients testing Precision Profiles(TM) reported a significant impact on their campaigns. For example, one online games client achieved a 298 percent lift in conversion rates over an optimized control group. In a head-to-head comparison, conversions for one mobile campaign outperformed other behavioral targeting vendors 11 to one while keeping within the client’s target cost-per-action goal.

“We worked closely with ValueClick Media to test Precision Profiles during the beta and were impressed by the conversions compared to those of our other behavioral targeting providers,” said Reid Carr, president of Red Door Interactive.

Precision Profiles(TM) is one of two products initially available in ValueClick Media’s Precision BT(TM) suite. Precision Retargeting(TM) presents relevant messages directly to consumers who have previously demonstrated interest by visiting or taking action on a marketer’s site when they later visit any of the 13,500 sites in the ValueClick Media network. Unlike most other retargeting vendors, Precision Retargeting(TM) offers marketers the flexibility of custom recency, frequency and exclusion rules to offer highly-personalized sequential messaging. Additional behavioral targeting products will be added to the Precision BT(TM) suite in 2009.

About ValueClick Media

Over the past ten years, ValueClick Media has helped thousands of marketers build awareness, generate leads and drive sales. Clients benefit from access to ValueClick Media’s scalable, data-driven global network platform and access to the industry’s newest behavioral targeting technology. With access to 75 percent of the U.S. Internet audience through its display advertising, video, e-mail, lead generation and search channels, ValueClick Media partners with its clients to accomplish any brand or performance-based online advertising objective.

About ValueClick, Inc.

ValueClick, Inc. (Nasdaq:VCLK) is one of the world’s largest online marketing services companies, offering comprehensive and scalable solutions to deliver cost-effective customer acquisition for advertisers and robust revenue streams for publishers. ValueClick’s performance-based solutions allow customers to reach their potential through multiple online marketing channels, including affiliate and search marketing, display advertising, lead generation, ad serving and e-mail technology, and comparison shopping. ValueClick brands include Commission Junction, ValueClick Media, Mediaplex, PriceRunner and Smarter.com. For more information, visit www.valueclick.com.

This release contains forward-looking statements that involve risks and uncertainties, including, but not limited to, the risk that market demand for on-line advertising in general, and performance based on-line advertising in particular, will not grow as rapidly as predicted, and the risk that legislation and governmental regulation could negatively impact the Company’s performance. Actual results may differ materially from the results predicted, and reported results should not be considered an indication of future performance. Important factors that could cause actual results to differ materially from those expressed or implied in the forward-looking statements are detailed under “Risk Factors” and elsewhere in filings with the Securities and Exchange Commission made from time to time by ValueClick, including, but not limited to: its annual report on Form 10-K filed on February 29, 2008; recent quarterly reports on Form 10-Q; and other current reports on Form 8-K. ValueClick undertakes no obligation to release publicly any revisions to any forward-looking statements to reflect events or circumstances after the date hereof or to reflect the occurrence of unanticipated events.

While much of the credit for final conversion events continues to be attributed to the “last click” – which is often paid search – Mediaplex’s Path to Conversion findings reveal how consumers interact with multiple online channels prior to that final conversion event. This in turn is helping Mediaplex’s clients gain a more holistic understanding of their paid search, natural search, display, email and performance-based online marketing campaigns and the influence they have on each other and, ultimately, overall campaign results.

Mediaplex’s studies also showed that paid search links are often simply used as navigational tools as opposed to new lead generators, with 70% of paid search conversions coming from branded keywords. These findings further demonstrate the importance of looking beyond just the last click in order to gain a richer understanding of what is driving conversions.

“For years Mediaplex has been addressing the importance of tracking and managing marketing campaigns across multiple channels through our industry-leading single tracking platform,” said Ann Hoey, general manager of Mediaplex. “As our clients began tracking a greater number of marketing channels, it became apparent that they also needed greater transparency into their data on a much deeper level, which is why we introduced our Path to Conversion data and analytics service offering last year.”

Unlike other products currently being beta-tested in the industry, Mediaplex’s Path to Conversion offering:
- Has been proven successful with a number of client installations for well over a year
- Includes all online marketing channels rather than just paid search and display
- Provides customized analysis for each individual client so that they can define a custom attribution formula, vs. a one-size-fits all approach.

“We understand the value of tracking and analyzing marketing programs for our clients along with the interaction between the different online channels, which is why we became interested in Mediaplex’s Path to Conversion solution,” said Josh Dreller, director of media technology for Fuor Digital. “Our goal was to go deeper into the analytics and data to find what was happening beyond the last click. By utilizing Mediaplex’s data and analytic service offering, we have been able to achieve greater insight into the data path across multiple channels and touch points to further maximize programs for our clients.”

About ValueClick, Inc.

ValueClick, Inc. (Nasdaq: VCLK) is one of the world’s largest online marketing services companies, offering comprehensive and scalable solutions to deliver cost-effective customer acquisition for advertisers and robust revenue streams for publishers. ValueClick’s performance-based solutions allow customers to reach their potential through multiple online marketing channels, including affiliate and search marketing, display advertising, lead generation, ad serving and email technology, and comparison shopping. ValueClick brands include Commission Junction, ValueClick Media, Mediaplex and PriceRunner. For more information, please visit www.valueclick.com.

This release contains forward-looking statements that involve risks and uncertainties, including, but not limited to, the risk that market demand for on-line advertising in general, and performance based on-line advertising in particular, will not grow as rapidly as predicted, and the risk that legislation and governmental regulation could negatively impact the Company’s performance. Actual results may differ materially from the results predicted, and reported results should not be considered an indication of future performance. Important factors that could cause actual results to differ materially from those expressed or implied in the forward-looking statements are detailed under “Risk Factors” and elsewhere in filings with the Securities and Exchange Commission made from time to time by ValueClick, including, but not limited to: its annual report on Form 10-K filed on February 29, 2008; recent quarterly reports on Form 10-Q; and other current reports on Form 8-K. ValueClick undertakes no obligation to release publicly any revisions to any forward-looking statements to reflect events or circumstances after the date hereof or to reflect the occurrence of unanticipated events.

From its roots as one of the first cost-per-click ad networks when it launched in April, 1998, to its initial public offering in 2001 and 14 strategic acquisitions since then, ValueClick reported $646 million in revenue in 2007 and now boasts more than 1,400 employees in offices across the U.S., Europe and Asia. A full chronology of ValueClick’s history is available at http://www.valueclick.com/about/history.html.

As the largest diversified, independently-held online marketing service provider in the world, highlights of ValueClick’s many accomplishments in its first ten years include:

- Becoming the global affiliate marketing leader, serving nearly half of the top online retailers who utilize third-party services and driving billions of dollars in e-commerce transactions enabled each year.

- Developing the largest independent display advertising network, with 35 billion impressions across 13,500 sites, collectively reaching, 130 million unique visitors, or 75 percent reach of the U.S. Internet audience each month, along with comparable reach numbers in major European markets.

- Creating one of the most scalable lead generation platforms in the industry, generating millions of qualified leads each month across multiple recruitment channels.

- Building the largest independent ad serving technology provider, with a unified dashboard to manage performance across all Internet advertising channels, as well as a collection of offline media planning and buying software packages that can be used alone or in combination.

- Growing some of the largest consumer comparison shopping properties in the U.S. and Europe.

- Nurturing relationships with more than 5,000 advertisers and 60,000 publisher clients worldwide.

“We are extremely proud of the accomplishments we have achieved in our first ten years, something made possible only through the enterprising spirit and leadership of our team and the drive and commitment of our performance-minded advertiser and publisher clients,” said ValueClick CEO Tom Vadnais, who has been with the company since its acquisition of Mediaplex in October, 2001.

Today ValueClick’s international operations are consolidated under four primary operating units:

Media – Operating the world’s largest independent display advertising network, ValueClick Media also offers video advertising, behavioral targeting and large-scale lead generation programs.

Affiliate Marketing – Under the Commission Junction brand, ValueClick is the leading affiliate marketing services provider worldwide.

Technology – One of the original third-party and publisher ad serving providers, Mediaplex now offers the ability to manage display, search and affiliate programs from a single interface, as well as offering software for managing offline media campaigns.

Comparison Shopping – Led by its PriceRunner and Smarter.com brands, ValueClick is the leading comparison shopping property in Europe and the fourth largest in the U.S.

As it begins its second decade, ValueClick shows no signs of slowing down in terms of integration and innovation, developing one of the largest in-stream video advertising networks, advanced behavioral targeting technologies and sophisticated cross-channel attribution and path-to-conversion analytics capabilities.

About ValueClick, Inc.

ValueClick, Inc. (Nasdaq: VCLK) is one of the world’s largest online marketing services companies, offering comprehensive and scalable solutions to deliver cost-effective customer acquisition for advertisers and robust revenue streams for publishers. ValueClick’s performance-based solutions allow customers to reach their potential through multiple online marketing channels, including affiliate and search marketing, display advertising, lead generation, ad serving and e-mail technology, and comparison shopping. ValueClick brands include Commission Junction, ValueClick Media, Mediaplex, PriceRunner and Smarter.com. For more information, visit www.valueclick.com.

This release contains forward-looking statements that involve risks and uncertainties, including, but not limited to, the risk that market demand for on-line advertising in general, and performance based on-line advertising in particular, will not grow as rapidly as predicted, and the risk that legislation and governmental regulation could negatively impact the Company’s performance. Actual results may differ materially from the results predicted, and reported results should not be considered an indication of future performance. Important factors that could cause actual results to differ materially from those expressed or implied in the forward-looking statements are detailed under “Risk Factors” and elsewhere in filings with the Securities and Exchange Commission made from time to time by ValueClick, including, but not limited to: its annual report on Form 10-K filed on March 1, 2007; recent quarterly reports on Form 10-Q; and other current reports on Form 8-K. ValueClick undertakes no obligation to release publicly any revisions to any forward-looking statements to reflect events or circumstances after the date hereof or to reflect the occurrence of unanticipated events.

In an effort to cover this exciting area of online marketing from all angles, the panel featured an industry analyst (David Hallerman, senior analyst, eMarketer), a behavioral targeting product expert (Joshua Koran, vice president, targeting and optimization, ValueClick, Inc.), a brand marketer (Julian Chu, Director of Acquisition Marketing, Discover) and an interactive agency executive (Sam Wehrs, Digital Activation Director, Starcom).

Kicking off the event, David Hallerman shared new data from eMarketer suggesting that behavioral targeting ad spending growth will be far stronger than for total Internet advertising. Expected to reach $4.8 billion in 2012, behavioral targeting ad spending will then make up 9.4 percent of total Internet advertising, up from 3.4 percent this year.

Given the rapid proliferation of service providers touting the service, the group discussed and agreed on the need for delineation between the different approaches to behavioral targeting. While it is important to understand the difference between retargeting – which Hallerman referred to as “reactive” – and the more complex models, the panel agreed it is also critical to understand the differences within the more sophisticated group of behavioral targeting approaches, and Joshua Koran shared three designations: “clustering,” “custom business rules” and “predictive attributes.”

The “clustering” approach assigns each visitor to one and only one segment while the “custom business rules” approach offers marketers the ability to target visitors who have done X events in Y days, with Boolean operators of AND, OR and NOT. Finally, the “predictive attributes” approach automates the assignment of interest categories based on the visitor activities that best correlate with performance; thus, the system is continuously learning to identify multiple interest attributes per visitor.

Another notable takeaway was the need for a focus on the customer experience and the corresponding importance of demonstrating value to customers when serving behaviorally targeted ads. Julian Chu offered three questions marketers must address to make behavioral targeting a valuable experience for customers instead of merely serving the ads, which would unavoidably become customer annoyance: How are you going to do it? Where is it going to happen? What is going to happen at that time?

Presented as part of ValueClick Media’s ongoing Media Lounge education event series, this event – The Changing Behavioral Targeting Landscape – as well as the discussion itself underscored the importance of education relative to this increasingly important online advertising technique.
ValueClick Media, which has offered retargeting since 2005, recently announced the public beta of a new behavioral targeting product based on the predictive approach. A full release of the product will be available later this year.

About ValueClick Media
ValueClick Media is one of the world’s largest and most effective performance advertising networks, reaching more than 75 percent of the U.S. Internet audience across 13,500 quality sites. Leveraging its extensive reach, advanced targeting capabilities, superior optimization technology and expertise, ValueClick Media drives scalable results for advertisers and revenue for publishers through its display advertising, lead generation and video solutions.

About ValueClick, Inc.
ValueClick, Inc. (Nasdaq: VCLK) is one of the world’s largest online marketing services companies, offering comprehensive and scalable solutions to deliver cost-effective customer acquisition for advertisers and robust revenue streams for publishers. ValueClick’s performance-based solutions allow customers to accomplish their objectives through multiple online marketing channels, including affiliate and search marketing, display advertising, lead generation, ad serving and email technology, and comparison shopping. ValueClick brands include Commission Junction, ValueClick Media, Mediaplex and PriceRunner. For more information, please visit www.valueclick.com.